Rethinking marketing after the social hype settles

What we've been calling "social media" is just a label for the business world's increasing focus of customer involvement, argues John Jantsch. As the initial excitement over new tools dies down, businesses need to focus most on maintaining an engaged stance toward their customers, he writes. "We don't need social media tools, social media plans, social media agencies, or social media departments, we need marketing strategies and tactics that are informed by a terribly heightened customer expectation," Jantsch writes.